For some prospective students it simply takes time to make the decision to apply and enroll, and for others, a little bit of nurturing can go a long way.
We teamed up with our colleagues, Martin Lind at Leads360 and Chris McArdle at Neustar, to dissect the extent to which inquiry nurturing programs exist at colleges today, and the effectiveness of such programs. Career Education Review is featuring this research in its March issue.
According to our research, not enough schools have an inquiry nurturing program in place. And for the ones that do, there is still room for improvement in terms of frequency and customization. Let’s take a look at an example strategy that incorporates a variety of communication mediums at various points throughout the inquiry and enrollment process:
- Within the first 30 days, best practices encourage using a variety of communication mediums – including calls, emails, texts and direct mail – to discuss next steps in the enrollment process and set appointments.
- At 31-90 days, consider engaging prospects through written methods addressing challenges, showing support and encouraging students to inquire further.
- After 90+ days, consider re-engaging the prospective student with calls, personalized direct mail and email to revisit the experience and the dream.
Nurturing a prospect at the right time in the right way is mutually beneficial to your students and your institution. You can show your support and dedication to that student’s success, not to mention, embrace a tremendous opportunity to tap into a qualified lead pool in a cost effective way.
I’d like to thank Career Education Review for sharing this important data with educators, and Chris and Martin for their collaboration on our white paper.